This document outlines the NSW Location Intelligence Strategy, which aims to maximize the value of location intelligence in decision making, planning, and service delivery for NSW government, industry, and communities. It identifies 5 strategic initiatives: 1) build awareness, capacity, and capability; 2) integrate governance and coordination; 3) identify and manage government location-based data; 4) link NSW government data to location; and 5) leverage whole-of-government location platforms and services. The strategy is intended to provide a coordinated approach to realizing the benefits of location intelligence across sectors in NSW.

1. Draft
NSW Location Intelligence
Strategy
September 2013

2. NSW Location Intelligence Strategy i
Contents
Executive Summary 1
Introduction 3
About location intelligence 4
Why does NSW need a location intelligence strategy? 6
Strategic Initiatives 10
1. Build awareness, capacity and capability
2. Integrate governance and coordination
3. Identify and manage government location based data
4. Link NSW Government data to location
5. Leverage whole-of-government location platforms and services
Benefits to Government, Industry and Communities 12
Governance, Leadership and Coordination 13
Implementation 15

3. NSW Location Intelligence Strategy 1
EXECUTIVE SUMMARY
Vision
Our vision is to maximise the value of location intelligence in decision making, planning
and service delivery for the benefit of NSW Government, industry and communities.
Objective and Goals
The objective of the NSW Location Intelligence Strategy is to provide a clear,
comprehensive and coordinated roadmap that will realise this vision.
Our specific goals are to:
 Communicate how location intelligence adds value across government, industry and
communities
 Collaborate with location-based information providers throughout NSW to harness their
support and participation
 Coordinate and maintain current, accurate and authoritative location-based data for
NSW
 Increase the amount of location intelligence available by spatially enabling key NSW
Government economic, environmental and social data
 Share spatial data and location intelligence across NSW Government, industry and
communities
 Facilitate the use of location intelligence to enhance public and private sector
decision making, planning and service delivery across the State.
Strategic Initiatives
The NSW Location Intelligence Strategy identifies five strategic initiatives designed to deliver
our vision, objective and goals. The strategic initiatives have been developed through
extensive consultation with NSW Government, industry and the community.
1. Build awareness, capacity and capability
The Strategy will actively promote the importance, value and benefits of location intelligence
to the State’s public, private and community sectors. It will seek to build location intelligence

4. NSW Location Intelligence Strategy 2
capacity and capabilities across NSW through support for training and skills development, as
well as research and innovation.
2. Integrate governance and coordination
The Strategy will review current location intelligence sharing practices and develop a new
framework that provides integrated governance and coordination across all location
intelligence providers in NSW.
3. Identify and manage government location-based data
The Strategy will establish whole-of-government processes for identifying, collecting and
managing authoritative location-based data.
4. Link NSW Government data to location
The Strategy will ensure a location dimension is available for all key NSW Government
economic, social and environmental data.
5. Leverage whole-of-government location platforms and services
The Strategy will ensure all NSW Government location intelligence can be easily accessed
and utilised by government, industries and communities.

5. NSW Location Intelligence Strategy 3
INTRODUCTION
Location intelligence has a central role in helping government, industry and the community
chart a course for a sustainable, resilient and prosperous NSW.
Location intelligence can help solve complex problems and enhance decision making and
service delivery across a range of public, private and community sector activities, including
urban planning, infrastructure, business, environment, emergency services, crime
prevention, health, education and more.
Whether determining the best site for a new school, setting up a new business venture, staging
a community event or containing a bush fire, location intelligence is of vital importance.
The NSW Location Intelligence Strategy has been developed to provide a clear roadmap to
maximising the value of location-based information in public, private and community decision
making, planning and service delivery across the State.
The Strategy is the product of extensive consultation with key stakeholders including
government, industry and the community.
Liveable cities with better transport
By 2036, the population of NSW is expected to grow to 9 million, with two-thirds living in the Sydney
metropolitan area. Almost 50 per cent of Sydney’s population is expected to live in Western Sydney.*
Location intelligence will play a vital role in determining the housing, education, health and transport
infrastructure that will be needed to cater for this community. For example, location intelligence can deliver
‘point-of-need’ public and private transport information that can be applied to reducing congestion, optimising
travel times and reducing fuel consumption. It also can increase the productivity of transport network assets by
providing real-time information that helps freight operators coordinate and streamline their freight movements.
Limited public funding means that governments need to make smart choices about where to invest in public
infrastructure and services. By providing a place-based view of urban growth, location intelligence can assist
governments to better predict and plan for future needs.
*Moving Together – NSW Transport Corporate Plan 2010-2014.

6. NSW Location Intelligence Strategy 4
ABOUT LOCATION INTELLIGENCE
In our rapidly changing world, the adage that “It’s all about location, location, location” has
never been truer. Knowing exactly where something takes place is a vital piece of the jigsaw
that greatly enhances our understanding.
What is location-based information?
Information that pinpoints a location – such as an address, a postcode, a building or a
census area – is called location-based information.
Other terms to describe location-based information include spatial data, geospatial, place-
based or geographic information.
What is location intelligence?
When you combine location-based information with other types of business information –
such as financial data, service delivery data, client information, trends, and census
information – you create location intelligence.
Location intelligence effectively involves adding a spatial dimension to business information
to provide new, enhanced place-based knowledge.
= +
The ability to analyse business information in the context of its location enables an integrated
and holistic approach to problem-solving, decision-making and ultimately creating practical
outcomes.
Location
Intelligence
Business
Information
Location-based
Information
(ie. Spatial Data)New placed-based
knowledge

7. NSW Location Intelligence Strategy 5
The use of mobile location-based devices
that use GPS capability by the community
is growing rapidly, and location
intelligence is central to this. It is
estimated that global revenue from
consumer location-based services will
reach US$8.3 billion in 2014 as more
applications and services are developed.
Gartner Inc. (2010) Forecast: Consumer
location based services worldwide, 2008-2014.
http://www/gartner.com
One of the most fascinating aspects of location intelligence is the stability and predictability of patterns that can be
mined from seemingly unrelated data. A cluster of random dots on a map can represent a daily transportation
route, the most popular dating spots or the neighbourhoods with the highest concentration of gang violence. These
patterns, analysed over time and in large numbers, begin to allow for informed predictions of behaviours and
events. For government, this analytical capability enables better resource allocation and more effective outcomes.
Deloitte Development LLC, 2012,
The Power of Zoom: Transforming Government Through Location Intelligence, p. 8
Who can use location intelligence?
Location intelligence can add value to everyone’s
role – whether in the public, private or community
sectors.
While specialists may be required for detailed
analysis, location intelligence can be used by
people from any discipline or background. Indeed,
new trends and technologies – particularly mobile –
are rapidly expanding its application and user base.
It is now possible for all members of the community to become both consumers and
producers of location intelligence using their personal computers and smart phones.
Why is location intelligence such a powerful tool?
Location intelligence is a powerful tool because it:
 provides a place-based, real world context for business information
 provides the big picture, enabling the analysis of complex and often disparate
business data to identify relationships, gaps, trends and patterns
 enables various scenarios to be explored to determine the best course of action
 ensures an holistic and integrated approach to problem solving, decision making,
planning and service delivery.
Location intelligence vastly improves the capability of the public, private and community
sectors to effectively plan, implement, manage, monitor, evaluate and report on their assets,
services and activities.

8. NSW Location Intelligence Strategy 6
Place-based management promotes decision making that isn’t bound by programs, or funding streams,
or departmental structures, but brings all of those together in the same room to embrace context and
leverage the resources available across the broad.
Raphael Bostic, “Forum on Place Based Public Management,” National Academy of Public Administration, 20 May 2011.
http://www.napawash.org/continuing-programs/initiative-on-place-based-public-management/052011video
WHY DOES NSW NEED A LOCATION INTELLIGENCE STRATEGY?
Although NSW has extensive experience in spatial data collection and management, the
increasing importance of location intelligence and its rapid uptake globally means we need to
act now to keep pace with current demand as well as position ourselves for the future.
The challenge
At present, the benefits of location intelligence are not being fully realised across NSW.
Government datasets that incorporate location-based information cannot be easily accessed
and analysed with reliability across NSW government agencies. There remains too much
duplication of effort collecting similar data, too little reuse and too few linkages across key
datasets which is costly and inefficient.
The NSW Location Intelligence Strategy seeks to directly address these challenges by
establishing a coordinated and strategic approach to realising the benefits of location
information for NSW Government, industry and the community.
The Strategy provides the impetus for action and a roadmap that clearly sets out what needs
to be done, when, how and by whom. It provides a consistent and integrated governance
framework to ensure the coordination of location intelligence in NSW.
The Strategy ensures that NSW keeps pace with world best practice location intelligence
management.

9. NSW Location Intelligence Strategy 7
The key stakeholders
The NSW Location Intelligence Strategy responds directly to the needs of key government,
industry and community stakeholders.
In August 2012 and March 2013, a ‘Government + Industry ThinkTank’ brought together a
diverse group of senior managers and leaders from across NSW Government, business,
community and spatial information sectors to share their perspectives and experiences as
users, suppliers and producers of location-based data and business information.
The ThinkTank events featured panel sessions with key government representatives to
provide insight into existing spatial data policies and programs and to highlight the benefits of
location intelligence to government, industry and community.
The ThinkTank participants identified five strategic initiatives needed to drive the building of
location intelligence awareness, capacity, capabilities and application across all sectors. In
addition, they identified priority actions for each strategic initiative to guide implementation.
The extensive collaboration of the ThinkTank participants in the development of the Strategy
was critical to creating a shared vision that responds effectively to diverse needs.
The effective implementation of the Strategy will require an ongoing partnership between
government, industry, community and spatial data sectors.

10. NSW Location Intelligence Strategy 8
NSW Government priorities
The NSW Location Intelligence Strategy has been specifically designed to complement key
NSW Government policies and priorities.
NSW 2021
The NSW Government has committed to deliver NSW 2021, a plan to make NSW number
one. The 10-year plan details goals and actions under five strategies:
 Rebuild the economy
 Returning quality services
 Renovate infrastructure
 Strengthen our local environment and communities
 Restore accountability to government
The NSW Location Intelligence Strategy supports the NSW 2021 commitments for improved
service delivery and transparency by increasing access to government information and
ensuring its innovative use. Specifically, the Strategy will provide government decision-
makers with a more comprehensive evidence base enabling better targeted policies, quality
service delivery, effective resource allocation and prudent investment.
In line with NSW 2021, the Strategy supports a whole-of-government approach that reaches
beyond program and agency boundaries to achieve true sharing of public resources,
capabilities and knowledge for the benefit of the people of NSW.
A strong and productive economy
The ability to add a location dimension to business information significantly enhances its analysis and
application within government and industry decision making.
A recent McKinsey & Co study found that: “Nine out of every 10 businesses using Web 2.0 technology are
seeing measurable business benefits from its use”.*
Online mapping applications, for example, provide information about government, private sector and
community activity — how and where government funding is being allocated and what private investment is
being made.
By providing a place-based context for these activities, location intelligence helps to increase knowledge
about the marketplace, inform business decision making and prudent business investment, as well as
identify new or related business opportunities.
* McKinsey Global Institute Big Data: The next frontier for innovation, competition and productivity.

11. NSW Location Intelligence Strategy 9
NSW ICT Strategy 2012
The NSW ICT Strategy 2012 identifies the need to make better use of location information.
The NSW Location Intelligence Strategy directly supports the NSW ICT Strategy 2012 by
significantly increasing location intelligence awareness, capacity, capabilities and application
across all NSW government agencies.
Specifically, the Strategy aligns with the key service capability of Better Information Sharing
parallels and complements the priority action initiatives of Service NSW, Open Government,
Open Data, Information Sharing, Shared Infrastructure and Managed Services and ICT Skills
and Innovation.
In conjunction with the NSW ICT Strategy 2012, our Strategy will ensure location-based data,
systems and services are embedded into NSW Government ICT investment and
management.

12. NSW Location Intelligence Strategy 10
STRATEGIC INITIATIVES
The NSW Location Intelligence Strategy sets out five strategic initiatives designed to
maximise the value of location intelligence for the people of NSW.
1. Build awareness, capacity and capability
The Strategy will actively promote location intelligence to the State’s public, private and
community sectors. It will seek to build location intelligence capacity and capabilities across
NSW through support for training and skills development, as well as research and innovation.
Priority Actions:
 Communicate and promote the importance, value and benefits of location
intelligence.
 Work with providers of location intelligence related training to ensure connections with
NSW Government requirements.
 Support research, innovation and skills development.
2. Integrate governance and coordination
The Strategy will review current location intelligence sharing practices and develop a new
framework that provides integrated governance and coordination across all location
intelligence providers in NSW.
Priority Actions:
 Review existing governance and coordination to ensure support for implementing the
NSW Location Intelligence Strategy.
 Assign responsibility and accountability to implement agreed actions.
3. Identify and manage government location-based data
The Strategy will identify location intelligence providers across NSW Government and
establish whole-of-government processes for collecting and managing authoritative location-
based data.
Priority Actions:
 Develop policies to enable consistent whole-of-government usage of location
intelligence infrastructure.
 Develop policies, processes and standards for collecting and accessing location-
based data.

13. NSW Location Intelligence Strategy 11
4. Link NSW Government data to location
The Strategy will increase the amount of location intelligence for the State by ensuring a
location dimension is available for all key NSW Government economic, social and
environmental data.
Priority Actions:
 Facilitate agencies to spatially enable their functional data and make it publicly
available.
 Make location enabled data open and accessible.
 Share data across agencies and with the private and community sectors.
5. Leverage whole-of-government location platforms and services
The Strategy will deliver internet-based spatial data platforms and services to ensure all
NSW Government location intelligence is readily available to government, industries and
communities.
Priority Actions:
 Identify common spatial web services and other spatial products to support common
business needs
 Coordinate and collaborate with all public and private sector key bodies to increase
uptake of location intelligence.
Specific tasks to achieve the implementation of the NSW Location Intelligence
Strategy are detailed in the Action Plan below.

14. NSW Location Intelligence Strategy 12
Healthier, safer communities
Location intelligence will underpin
services designed to improve the
health, safety and wellbeing of
communities across NSW.
It will:
 improve demand management to
provide more equitable access to
local health services for all citizens
 enable patterns of disease risk
factors to be better analysed to
identify early warning signs
 improve disease prevention by
identifying the implications of
lifestyle behaviours
 deliver a better understanding of
the distribution of disease clusters
 help determine public safety and
crime patterns and risks
 enable more accurate and real-time
emergency response and
associated communication.
Smart phone technology is already
revolutionising the way in which we
respond to emergency situations.
In the US, for example, a location
intelligence app has been developed for
use by emergency services. The app
enlists the aid of citizens in the vicinity
with CPR qualifications enabling them to
render valuable assistance at the scene
before an ambulance can arrive.
BENEFITS TO GOVERNMENT, INDUSTRY AND COMMUNITIES
The NSW Location Intelligence Strategy will deliver significant benefits to the NSW
Government, industry and the community.
 A whole-of-government approach to building,
sharing, managing, accessing and utilising
location intelligence
 Better strategic, evidence-based decisions,
planning and modelling in the analysis and
integration of information from a range of
sources
 Targeted, efficient and effective delivery of
services by the removal of duplication of
effort across government agencies and
ensuring better capture, management, use
and re-use of location intelligence
 Increased return on investment with greater
use of government spatial data platforms and
services ensuring better use of resources
 A more informed, involved and empowered
public with greater and easier access to the
information they need to manage their lives
more effectively, such as where to locate
services and how to avoid traffic congestion
 Increased capacity to innovate and
experiment in the development and delivery
of new and better policies, plans, assets,
facilities and services

15. NSW Location Intelligence Strategy 13
GOVERNANCE, LEADERSHIP AND COORDINATION
An integrated governance framework has been developed to guide the implementation of the
NSW Location Intelligence Strategy. While NSW Government is ultimately responsible for
delivering the Strategy, this framework actively involves industry and community
representatives.
Action Plan
The NSW Location Intelligence Strategy includes a detailed Action Plan which will direct the
implementation of the Strategy. The Action Plan specifies the priority actions and tasks
required to meet the Strategy’s five strategic objectives.
Location Leadership Group
A Location Leadership Group of senior NSW Government representatives will oversee the
implementation of the Action Plan and work to remove barriers. The Group will assign
responsibility for priority actions and tasks to a series of working groups. The working groups
will report their progress on a quarterly basis to the Location Intelligence Leadership Group.
Location Intelligence Advisory Committee
A Location Intelligence Advisory Committee comprising industry and community
representatives will be established under the auspices of the Board of Surveying and Spatial
Information (BOSSI). The Group will interface with the Location Leadership Group to ensure
wider stakeholder interests are maintained throughout the implementation of the Strategy.
NSW ICT and Location Intelligence Strategy Governance Framework

16. NSW Location Intelligence Strategy 14
Location Policy and Coordination Unit
In support of the Location Leadership Group and the Location Intelligence Advisory
Committee, the NSW Location Policy and Coordination Unit (LPCU) will play an important
role in the implementation of the NSW Location Intelligence Strategy.
The LPCU will facilitate communication, collaboration and coordination both across
government agencies, industry and community to ensure the Strategy’s priority actions and
tasks reach fruition.
The key functions of the LPCU are to:
 facilitate coordination and monitor the development and delivery of location
intelligence capabilities
 serve as a cooperative goodwill facilitator with industry and community stakeholders
 provide secretariat support for the Location Leadership Group and working groups.

17. NSW Location Intelligence Strategy 15
IMPLEMENTATION
The implementation of the NSW Location Intelligence Strategy will be guided by the following
Action Plan.
The Action Plan identifies and assigns priority actions and associated specific tasks for each
of the five strategic initiatives outlined in the Strategy. In addition, it commits to the delivery of
these priority actions and tasks within defined timeframes.
A progress report on the Action Plan will be submitted quarterly to the Location Leadership
Group.
The Action Plan also will be reviewed and updated annually to ensure appropriate measures
are in place to successfully deliver the NSW Location Intelligence Strategy

18. NSW Location Intelligence Strategy 16
NSW LOCATION INTELLIGENCE STRATEGY – ACTION PLAN
1. Build awareness and capability
Action
Lead Agency
Task 2013 2014 2015-
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Communicate and
promote the
importance, value
and benefits of
location intelligence
Department of Finance
and Services
Develop a comprehensive communication program.
Establish a web presence to communicate and share
best practice in the application of spatial data and
location intelligence.
Work with providers
of location
intelligence related
training to ensure
connections with
NSW Government
requirements.
Department of Finance
and Services
Engage providers of mainstream business,
management and creative arts education and training
services to include location intelligence subjects into
their curriculum.
Hold regular forums to encourage collaboration within
the NSW spatial community.
Support innovation
and skills
development.
Department of Finance
and Services
Demonstrate the economic, social and environmental
value to the public, private and community sector of
location intelligence services through the development
and publication of ‘best practice’ guidelines and case
studies.
Identify and support industry and research projects that

19. NSW Location Intelligence Strategy 17
will benefit from the use of location intelligence and
access to NSW Government data.
Contribute to the development of skills and capabilities
in ‘big’ data analysis and visualisation.

20. NSW Location Intelligence Strategy 18
2. Integrate governance and coordination
Action
Lead Agency
Task 2013 2014 2015
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Review existing
governance and
coordination to
ensure support for
implementing the
NSW Location
Intelligence Strategy.
Department of Finance
and Services
Invite agencies to be represented on location focussed
leadership and working groups.
Establish a Location Intelligence Industry Advisory
Committee for industry and community representatives.
Assign responsibility
and accountability to
implement agreed
actions.
Department of Finance
and Services
Establish stronger links between ICT, Location Leadership
Group and working groups to coordinate responsibilities
and accountabilities of agreed actions.

21. NSW Location Intelligence Strategy 19
3. Identify and manage government location based data
Action
Lead Agency
Task 2013 2014 2015
Develop policies to
enable consistent
whole-of-
government usage
of location
intelligence
infrastructure.
Department of
Finance and Services
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Review the NSW Foundation Spatial Data Framework
(FSDF).
Define and scope NSW Health and Education Spatial
Data Themes that are aligned to the NSW Foundation
Spatial Data Framework and scope a process for
regular updates, data quality assessment and provision
for whole-of-government and public use.
Develop policies,
processes and
standards for
collecting and
accessing data.
Department of
Finance and Services
Establish standards for spatially enabling information.
Extend the NSW Information Management Framework
to include location enabled data.
Incorporate spatial data management in the
development of a NSW Information Management
Framework across the public sector.
Support and monitor the implementation of the NSW
Custodianship Guidelines for Spatial Data.
Identify centres of excellence for spatial data and points
of contact for agencies.

22. NSW Location Intelligence Strategy 20
4. Link NSW Government data to location
Action
Lead Agency
Task 2013 2014 2015
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Facilitate agencies
to spatially enable
their functional data
and make it publicly
available.
Department of
Finance and Services
Work closely with agencies to identify, guide and
spatially enable priority functional data.
Develop a whole-of-government business case for an
Addressing Verification Web Service to validate and
spatially enable addresses captured by agencies in the
delivery of government services.
Make location-
enabled data open
and accessible.
Department of
Finance and Services
Identify the top 20 high demand government datasets
for industry and citizens and coordinate their spatial
enablement and release.
Share data across
agencies and with
the private and
community sectors.
Enhance the location capabilities of data available via
Data.NSW.
Department of
Finance and Services
Implement mechanisms whereby a private or
community sector user can publish feedback on public
sector location-based data.

23. NSW Location Intelligence Strategy 21
5. Leverage whole-of-government spatial platforms and services
Action
Lead Agency
Task 2013 2014 2015
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Identify common
spatial web services
and other spatial
products to support
common business
needs.
Department of
Finance and Services
Develop and implement the following spatial web
services for common business needs:
 Geocoded Address Verification Web Service
 Land & Property Information Imagery Web
Service
 Cadastral Web Service
 Topographic Web Service.
Coordinate and
collaborate with all
public and private
sector key bodies to
increase uptake of
location intelligence.
Department of
Finance and Services
Ensure NSW participation on ANZLIC National spatial
information projects to facilitate national and
jurisdictional alignment of strategic spatial initiatives.